Welcome 6 th Annual Innovations Conference
TRANSITIONING TO DIVERSIFIED SERVICES Antony Paul Marketing Manager, Neopost UK
growth
Why?
The Speed of Change Time to reach 50m users 0 20 40 60 80
Print’s Share of the Economy 0.45 0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0
Assessment Print is a highly competitive environment • Supply often exceeds demand • Competition from other media is increasing • Core ink on paper activity is challenging • Print’s share of the economy is declining •
We just need to think differently...
The Future of Print... No longer a standalone medium • Part of the overall communications mix • Compliments other channels • A trusted medium • Services vs. Manufacturing • Focus on helping businesses engage their • customers
22% Looking to invest in mailing & fulfilment Sources: BPIF Investment Survey
58% Of this investment is incremental Sources: BPIF Investment Survey
46% Made to enter new markets Sources: BPIF Investment Survey
Why mailing and fulfilment...?
UK Mail Volumes 120% 100% 80% Although declining UK mail volumes still 60% exceed 13bn items per annum 40% 20% 0% 2005 2006 2007 2008 2009 2010 2011 2012 Transactional Direct Mail Parcels Publishing Social Mail Sources: Royal Mail PWC Outlook Analysis
Industry Response Rates Market Sector Response Retail Services 6.5% Personal Banking 3.5% Services 2.9% Charities 1.6% Medical Services 1.5% Stores 1.4% Mail Order 1.4% Travel 1.3% Cards 1.3% Investments 1.0% Sources: Direct Marketing Association
Rising DM Response Rates • The percentage of mail resulting in receivers taking action has increased from 4.0% in 2004 to 5.9% in 2011. • The percentage of DM kept for future reference is 18% • 17.8m people ordered after receiving a mail order catalogue in 2012 Sources: Royal Mail Consumer Report
Media Effectiveness Improves When DM is Added £5.00 £4.38 £4.27 £4.50 £4.16 £3.92 £4.00 £3.69 £3.59 £3.56 £3.45 £3.40 £3.32 £3.50 £2.96 £2.81 £3.00 £2.65 £2.58 £2.44 £2.50 £2.00 £1.50 £0.98 £1.00 £0.50 £0.00 Total TV Press Outdoor Radio Online Search Door Drops Alongside DM No DM Sources: Brand Science Results Vault
Don’t Forget the Digitally Disenfranchised 120% 100% 80% 8.8m Adults have not 60% used the internet in the last 12 months 40% 20% 0% 15-24 25-34 35-44 45-54 55-64 65-74 75+ Yes No Sources: Brand Science Results Vault
Variance by Application Rapid e-substitution Tax Returns Bank Statements B2B Insurance Certificates B2B Invoices B2C Invoices B2C Insurance B2B Magazines Certificates Slow e-substitution
Social Media Users & Direct Mail 8.3m Social media users have DM Works well responded to DM with other media 5.5m have purchased
Unlocking the power of data...
What Does Data Give Us? Campaign Insight Relevance Potential Customer Target Channels Preferences Audiences New Response Impact Conversations Rates
Where Does it End...? Mailing & Omni Channel Printing Fulfilment Delivery Managed Services Communication Online Campaign Response Data Services Management Handling
The Outcomes... New Revenue Streams Customer Retention Competitor Differentiation
“ Actually it’s not about PRINT or MAIL but... COMMUNICATION, SERVICES and SATISFIED customers. “
Take Aways 1. Think about your service proposition 2. Position yourself in the communications mix 3. Print & mail work best with other media 4. Getting closer to the data is key 5. Change is inevitable..think differently
How do you get started? There’s always a helping hand...
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